Your suggested understated Sovereign concept is sooooo right. As you say, the pink thing does not look like a Jag, does not have the feel of one. As all car lovers know, Jags should be more curvy, more subtly sexy. Not an Audi-like slab. I thing Tata needs to replace head of Jag fast - before too late.
I don't feel alone anymore, and frankly I am overjoyed I am not the only one who feels like the Bertone B99 would have been the best piece of inspiration. That concept in my opinion EMBODIED the modern day Jag, and was the direction they always should have stuck with. The Bertone 99 is perhaps (in my opinion of course) one of the most beautiful, classy and elegant concept cars I have ever seen.
Excellent analysis and this is the best assessment of the Jaguar marketing debacle. They should have consulted an automotive enthusiast rather than out of touch recent MBAs in NYC who really wanted to be at a cosmetics company.
Finally a fair jugement on this concept car. Its not the best we've ever seen but it's not bad in a vacuum and deserves a fair treatment. Thank you for putting the video !
I don't hate the car. It's not amazing, but it's not terrible either. What I do hate is that new logo. I really hate the "oversimplified logo" trend that we've seen across all brands over the last 5 years or so. Logos used to have personality and used to be interesting, but now so many are just so boring, and this new Jaguar logo is one of the worst I've seen. Boring and Jaguar should not be in the same sentence.
YES! Thank you. The design is fine. The colours are repaceable. It's the generic modernist all lower-case font that becomes a bit precious and twee... But worst of all? Bland. It's like every modern restaurant that stripped out identity in favor of generic IKEA-like modernism which is fine when done correctly, but most places aren't doing it well... Much like a lot of this Jaguar 2.0 branding... Even if they did a minimalist logo with a jaguar outline it would have been more impactful than just a lazy lower-case sans sarif jaguar.
I've always thought the B99 concept designed back in 2011 by Bertone was the closest thing Jaguar could've got into modern styling but still preserving some of the more classic traits of elegance. The side profile seems to be a throwback to the XJ Series II coupe, and despite it being generally classified as a 4-door saloon, it seemed to be leaning more into being a quad coupe with the shorter rear doors.
It is indeed a great design. Many Italian designs for "British" cars have been overlooked such as the Mini Superleggera by Touring. Tata are clueless. Part of the problem is that Jaguar (and quite a few others such as Lancia, Alfa, Ford, GM etc) have failed to design cars that lead customer tastes rather than pandering to public taste. Will any SUV be considered as a classic (more than a 1980s Bedford minibus that is) ? I think not. Jaguar are currently producing this type of rubbish. Jaguar should have just one floor pan, and build a saloon, a convertible, a coupé, and an estate. With modern engine technology (Cf. Toyota Yaris GR) it could easily build small capacity 3, 4 and V6 hybrid turbos using e85 biofuel. The only companies that could probably save Jaguar are Toyota, Mercedes or Stellantis. Tata has clearly decided to bury the company.
@@Andrew-vx2ls Eh, I wouldn't say the suggestion that Jaguar should've been owned by Stellantis could be better. To me, Stellantis is a bit like the Euro-American version of British Leyland considering that they both owned a large amount of car companies. They already had Alfa Romeo and Maserati when it comes to focus of combining luxury and performance, which Jaguar would've fallen into. The new Dodge Charger was pretty controversial ngl but at least the general shape looks faithful to the classic Charger of the late 60's albeit awkward in some angle. Toyota sounds somewhat too good to be true but kinda possible because Toyota are known to make reputable cars of quality and reliability, it could teach Jaguar a lesson about making their premium cars more durable like those during the Ford days, and imo Toyota lowkey also should've bought Lotus because much of their lineup prior to plans towards EVs are powered with Toyota engines. The Elise, Exige, Evora, and Emira all had their hearts from the Corolla and Camry saloons, and I won't mind the idea about Lotus being under the Toyota label besides their own Lexus brand.
@rdsyafriyar oh my goodness, I could not agree more. The concept still looks ready to roll out and be presented. Beauty is timeless. It got everything right. So perfectly speaks of not only Jag's treasured past, but elegant and powerful presence in the modern world. That concept was one of the most beautiful vessels for Jag's legacy, and history, and how modern jaguar will continue
I like it... it reminds me of something you would see on a 1920's /30's art deco poster can just imagine all the socialites of the day turning up to the Ritz in something like this...stepping out in their spatz and pin stripe suits...forget the wacky tele tubbies marketing this is a cool car ...that brutal blunt front end and that old school jaguaresque side profile and massive shouldered rear end it certainly makes a statement...i do hope they go on to be successful in their new venture I'd hate to see the Jaguar brand dissappear from the motoring world .
Not small sports cars, they’ve never made small sports cars (even the E type and XK1xx series were big for sports cars of their time) but that curved, rounded surfacing giving the impression that the metal is stretched like skin over muscles is classic Jag styling
You make a good point about Jaguar listening. They need to start listening immediately to the opinions of Jag owners and enthusiasts like yourself. The brand might yet be saved. XJ X351 owner here and I love the car. We need to save the brand.
@insitetoursirelandltd.5795 Well, that's the shareholders and employees problems. If I were an employee, I would be sending my CV, and as shareholder, sell the stock. For my PM I have one demand: No government bailouts.
The Sovereign... I like it!. Jaguar had to do something that's for sure. Lots of people love the brand, but not enough were actually buying the cars. The concept is a bold car with presence imo... and as we know, that while the actual production car will be in this style, it will probably be significantly different. It even occurred to me that maybe Jaguar would have a follow up campaign where this new aggressive car drives by and blows away the oddball teletubbies in a ballsy " We were just kidding" moment. I think if this unveiling was preceded by a better campaign, more people would have been open to liking this car.... it is a powerful car with presence. I'm sure (hope, hope) that a proper leaper and growler will be offered as option, that's what I would put on the car. A 1,000 hp car deserves a growler in front! Hopefully too they offer a cool two door GT. I am certainly rooting for them. It does all make me appreciate my beautiful XK 5.0, as it's now a part of Jag history. It's funny as the lead up campaign was hardly pointing to a powerful, stunning and brutal car. When I first saw the rebranding video I thought, "Well, Bond villains won't be driving Jags anymore" ..... but a Bond villain would definitely drive this, although in blue or black not the pink.... lol. Imo, the teletubbies would never drive this car.
If we did go with electric technology and one shared platform, I think the best move from a luxury sedan would be a GT coupe. We have smooth and comfortable, then fast and sporty, but still comfortable. Build the two extremes then work out the rest. That could be the Jaguar Vision GT. Even without your rebrand idea, the Jaguar Vision GT is what I believe Jaguar wanted in their electric future. If we put aside the Gran Turismo association, the car is amazing. It's sleek, stylish, and fast-it’s what Jaguar is all about as a GT. This car had so much potential for what Jaguar could have been in the future. It was the perfect marriage of their heritage and the innovative potential of electric technology. Jaguar has always been known for blending luxury, performance, and design, and the Vision GT concept was an amazing marriage of these ideals. It felt like a glimpse into a future that was bold, unmatched, and full of hope. It’s poetic that, despite having such a clear idea for an electric future, the Jaguar seems to be moving in a direction that feels removed from that legacy, going for minimalism at the cost of its heritage. The Vision GT concept is a reminder of what Jaguar could have stood for in the modern EV market-sophistication, elegance, and unmatched performance.
Electric is not going to be a serious option until an alternative to Lithium is found. 2 ton cars use too much (fossil fuel) source energy and create high quantities of embodied CO2 before the car hits the road. They are simply unviable other than for City use.
@Andrew-vx2ls If lithium isn't a serious option, then why are we using it? At the moment it's our best option until other solutions are available. At the moment we have one promising solution, Solid State batteries. With the promise of better energy density, aka more power but smaller size, improved safety, and longer life spans. We won't see these types of batteries around 5 years from now at the least. But until then we are stuck with lithium for most electric and hybrid vehicles.
@@rocketbunny2677 none of the states are ready for Ev cars , California has hard time with their power grid and told when to to charge in not to do charge their cars and some places are not even aloud to park cars in parking lot or garages , I am more into hybrid I don't trust full ev cars at all. And a lot of mechinces don't like working on them at all. if you want a Ev car go for it, But if you wanty hybrid go for it and if you want a gas car go for it we shouldn't shutdown one car. Because Ev are not that great for the environment in the media sayint it is but their acutal worse then gas cars
@100madmic I also like Hybrid vehicles as a compromise and hydrogen fuel cell vehicles as a potential solution. But both still use lithium batteries. The claim that electric cars are more harmful to the environment is true to a degree. From an efficiency standpoint, even when their source comes from somewhere inefficient, like a coal power plant, overall, it uses the energy more effectively. Manufacturing lithium batteries is environmentally draining but disposal is also a significant challenge. However, lithium batteries are not just used in EVs. Consumer electronics like smartphones, tablets, laptops, and more use this battery technology. All of these have been harming the environment long before EVs existed. These devices are so integral to modern life that their environmental impact often goes unquestioned. The broader issue is electronic waste (e-waste), which includes batteries and other components. This problem we all contribute to in one way or another. If we don't address the e-waste problem now, EVs will only add on. Tackling the e-waste is vital to a sustainable future, with or without EVs.
As much as car enthusiasts loved classic Jaguars, the XJ was not selling. A revamped XJ that more or less looks like the XJ to regular people will not differentiate Jaguar from similar high end performance cars. I do agree that it looks more like an Audi but it’s worth appreciating a brand that’s willing to take a risk to win big, and not a subtle shift that will end up in more mediocrity
Yes you’re absolutely right when I think of Jaguar, I think of XJ DESIGN IS ICONIC AND FOREVER BURN INTO MY MIND AS TRUE. A DISTINCT INVISION OF LUXURY
Cmon, a minimal amount of research would have cleared up the massive challenges with hydrogen propulsion… (it’s not happening anytime soon). Electric is still a not a mature technology so it’s expected that there will be issues with it but it’s getting better and better
I think they have or are in the process of selling jag' and this is to cover that, and Tata are doing it this way because it was only a few months ago that they closed the last steel works in the uk even though they said they wouldn't, closing port talbot and then jag' wouldn't be a good look to the public or more importantly for Tata the stock market.
Tata has no sense in making good cars in general lol. Tata hasn't changed its cars' design and been making the same boring looking cars for the past 20 years. Their ICE, Revetron is infamous for being sluggish and unreliable since it breaks down all the time. It was failure for Tata, that's why they're moving towards making cruddy EVs nowadays
Hmmm, yet their revenue and profits are up. Q1 24 +11% Q3 24 +6% revenue. Profits increase 2024 year‑on‑year quarterly profits of nearly 60 per cent at 2.2 billion pre-tax, and 2.3 billion free cash-flow, which is a strong financial position for a car company. They must be doing something right with their sense of direction. This new JaGUar direction is controversial, which was intended, one thing is for sure, they have our attention. Only time will tell if it’s the right one. But don’t doubt they have done their homework work with a focus on future-proofing. 🐯
The only concept car to ever fully get built like the concept is the Cybertruck. And that is a warning in itself. The cybertruck is the car Homer Simpson designed.
The Cybertruck does have a market, though, especially among wealthy men like successful rappers. I've seen speculation that this Jaguar design is an attempt to capture the female side of that market -- a feminine Cybertruck. Time will tell whether that'll work or fail.
In 2026 when people see the new Jaguar on the road, they will know, It is the new Jaguar because of all the conversations about the ad, the car, and the company’s future.
Simply agree; YOU should be the new Marketing guy @ JLR 🏆 Xcellent, and very thought through ideas. What if Nike abandones the 'Swoosh', what if Levi's would start selling Yoga pants. Etc... My vote's on you Man 👍
Ah finally someone who has good comments to all this i expecially like that you compare them to audi because VAG and Audi were the first who incorperated architecture very successfull in their design back in the 00s The thing is i know us car guys like Jags history and what they stand for BUT... it clearly does not sell. They currently have a stunning sports/gt car and upperclass sedans/SUVs in the style Jag stands for. I mean sure we wish that they bring better ones but i highly doubt that would change the sales Jaguar clearly saw this. Now they managed to make everybody talk about them and showed a car that is clearly more positioned as some kind of a fashion item than anything else Sure that is not what "car guys" want at all but these car guys do not buy their cars anymore. People buy the cybertruck because it looks alien... an EV that looks alien but not as childish might work
If not mistaken that was the B99 you were using there, that was an absolutely beautiful car with all the Jaguar design language incorporated into a very modern looking car. If they made that and, as you say, concentrated on making it superb quality they would have sold very well.
To me it looks like a "Land Roverised" Jaguar, which I guess is what it is given Gerry McGovern was in charge. The "grille" reminds me of a late model original Defender
Your views are spot on, this is what Jaguar is really about: the perfect blend of luxury and sport at a logical price. Feline stance, a British take of Latin elegance. Born in France, 100% Italian blood, I always had a preference for the Jaguar spirit. I became a car designer mainly motivated by the genius of two brands : Jaguar and Alfa Romeo. Sadly, these two brands suffered from inadequacy of their management. Incompetence and total lack of understanding what these iconic cars are about.
Brilliant analysis of their rebranding. And, I agree with nearly all of it. Have you seen the new Genesis GV70 or GV80? I’ve test drove both of them. It’s both hilarious and sad to me that those cars, an upmarket brand of Hyundai, seem to have more Jaguar DNA than JaGUar’s new rebranding. Subbed!
I am with you. The black&white car is the Bertone XJ prototype from 20 years ago. Still very pretty. I always wondered why the didn't build it as it was much nicer than the last XJ, which, lets be honest, alienated many XJ owners. If they would have build the Bretone, I would be driving it now.
I love your thoughts on the car. The more I sat and stared at it during the video it has started to grow on me, but when you think jag you think sleek, classy and clean. this car seems too bulky to be a jag
I FAR prefer your idea, something that would feel properly high end. I'd if anything suggest the name "Sovereign by Jaguar" and I think a hybrid V12 tuned for smoothness and consistent acceleration so that you can be propelled without feeling any of the shifts despite being there and also having a whisper quiet EV mode, yet a distinctive big cat growl when you put your foot down. Remind people why Jaguar is the answer...if only In this timeline we're currently in however, I like the windscreen and side windows and that's it
I totally agree. I have owned Jaguars since the 70's. But this car doe's not Impress me because Jaguar cars today have no connection to the creative standards of Sir William Lyons designs and without that unique curvacious shape and traditional luxurious interiors that Jaguar were renowned for, it is just a sports car version of the Tesla Cyber Truck, with industrial ceiling air conditioner ducting vents front and rear. And I don't give a dam about how much BHP or how fast it can go, it still has no unique classic eloquence about it. It's just a common fashionable show piece for those who have poor artistic tastes in car design and want the wow factor over the artistic curvacious beauty that Jaguar was once famous for. I'm sticking with my 20 to 30 year old Jaguar cars that impress me with the styling and concept that once gave us the most artistic and beautiful car in the world.
I think your absolutely right the Jaguar deserves better The customers and more know what they want Jaguar with good quality, good build, quality, reliability and most of all a Jaguar Bentley, Rolls Royce, Mercedes,Ford and other have the same identity as from day one
They punched in the ideal shape into FEA and worked from there. Much like the Nissan GTR. I actually think that Jag looked incredible, few simple fixes on the front & back. The wheels are absurdly big but they often are on concepts.
My old BBQ has such front end. I will rebrand it with that new Jaguar logo. What do you think, should I paint it in pink or a baby blue? BTW, that Morocco red Bertone b99 is a peak Jaguar design. I can't get over it. Otherwise..., "All those moments will be lost in time like tears in the rain".
If they were dumb enough to double down on this design for the final version I can’t see any country in Europe or UK approving this from a safety perspective . It would be extremely unwise of them to ignore the feedback that is right now trying to put them back in the right direction before it is catastrophically too late and they go under. Right now I fear we will need a miracle for jaguar to right their growing list of wrongs . Fantastic video good sir
Even as a recently 50 long time Jaguar guy, dad had one, uncle had an E-Type, I like it EXCEPT for the fact it is all electric. Not that I could afford one, but that is a big no-no in a top end car for me. Electric for more utility vehicles "as a tool," then okay.
That’s actually a good point right there! Coming from the generation that screams “electric” (sometimes I wish I was born a couple years earlier lmao), I always have thought about electric being a better way of say like commuter vehicles and big transport and all that.
Here in the UK at least we did used to have a pretty decent amount of electric vehicles on the road after all in milk float form, so the president is there for commercial use first and foremost. Tesla making the taxi could be a modern equivalent depending on how that goes...
Yo Hammer what’s your thoughts on the “My First Gran Turismo” thing that was dropped on Gran Turismo TV? Immediately when I saw this I was like “Oh man I gotta hear what Hammer says about this.”
Yeah did a news piece on it coming a while back, and since its dropping on Friday anyway I'll most likely give it a look then. Seems charming enough, though obviously not really meaningful in the long run for anyone already playing GT...
The Ad should have been a Black Jaguar ., a flash of eyes walking out of the darkness into 1933 when Jaguar was founded past a picture of Sir William Lyons, then have it walk past iconic Jaguar moments and cars, race wins, WW2, then the 50's the 60's E-Type all of their best cars and racing moments as well as cultural moments, the space age, civil rights movement, 80's 90's the millennium how the cars have evolved with the culture then a the end have the Jaguar crouch down ready to pounce into the future and morphs into the new Car with the eye's shining turning into headlights of a sleek black new high end electric Jaguar! Bingo Job Done!
can't wait to see how good or bad it ends up beeing when released for good , I always liked full size 2 door gt cars with long nose like the bentley brooklands , hope it turns interesting and mabe one day somebody puts a v12 or W12 , fancy wheels and redesign it in a retro style
I agree with you all the way. They should target their real clients, the unconditional jaguar enthusiasts, not the teletubbies. They have not studied the market, they have done what they will. .A fusion on luxury and technology. A fusion on robust german design like Audi and the luxury style of Rolls Royce. Speaking of which their concept looks like a Rolls Royce Phantom. Your proposal goes toward a Italian luxury style like Maserati, because you have classical and properly refined taste.
Ive owned six new Jaguars over a twenty year period from 1995 - 2015. The first was an X300 XJ6 3.2 in Carnival Red with Oatmeal half leather interior. One of the most special cars ive owned. The cabin was truly spectacular. The conept you shows certainly evokes all of that, unfortunately aged 59 that is the problem. None of what you show would stand the test of time, and appeal to the new younger buyer. The name Sovereign has a meaning to me from Jaguar of the past, in order for their plan to work it has to be a total reset, almost as if Jaguar is launching as a completely new brand. BTW in 2015 i switched to a Maserati Ghibli diesel - great car, and then in 2022 i changed to my current car, a Genesis Electrified G80 which in some ways was the succesor to the XJ6, whilst often being confused as a Bentley (the stylist was head of design at Bentley), and is actually the best car ive owned!
I can't take credit for the silhouettes themselves, as they were lightly edited versions of the Bertone B99 concept, but yeah it was a great concept car
If they would have that car with Sydney Sweeney and Harry Styles stepping out of it and shown it in matt silver and gold, it would have got a much better reception.
I have the exact same thoughts on the new Jag as you. The car itself would look great in some other colour. I hope they can recover from this disastrous campaign.
The ad is a troll to get people mad ... and talking and engaging. It's borderline satire. If Jaguar didn't do this, it's death by a thousand cuts. Be it next year, 2026 or 2030, one way or another, they're gone. I believe that was the understanding in the boardroom and it was either 'die or try this and maybe survive'. I like the look of the concept myself - clearly yacht pretensions, but there are worse things to model off of
That ad is ridiculous, but let's be real; advertising isn't what sells a car like this. It's word of mouth, reviews ... and a deep pocketbook. The fact it's all electric is, to me, the egregious detail. A top end luxury call that's all electric is a huge turn-off. I want that huge, smooth, exciting piston pusher even if it's not as quick.
@@WSS_the_OG True. But I believe if an add campaign is horrendously tone deaf enough, it’s Detrimental effect to potential sales could be Far more significant. More so than any Beneficial outcome from a hypothetical campaign with even a Very above avg. concept, and an objectively Great execution! …IMHO. 😜, CHEERS🍻 👊!!
The B99 would have been a solid choice. The existing design really reminds me of an XJS with an aerodynamic skirt integrated; in other words, just too thick. As for electric, you can do the best of both and use an electric drive driven by a gas engine in a serial hybrid configuration. Using a lightweight, 3L i6 or 6L v12 paired up to two to four electric motors, you have a real powerplant.
The interior doesn't look like a high-end luxury car. Which car has the better interior, the new Jag, or a Bentley Continental GT? The Jag interior looks like a crappy minimalist Tesla.
was never into Jag other than the E type, they have a bad reputation for good reason, now they did suicide with the rebrand I am only sorry for the good workers
A Jaguar is supposed to be an organic shape, not something angular. It is supposed to embody a jaguar (the animal), which is what sets it apart from every other brand. It is supposed to be agile, aggressive, athletic, and predatory. This new "design language" is none of those things. It might work for some other brand, but it is not Jaguar. But you are right; this is not how to win new customers, no matter the demographic.
Compliments ! This is by far the best take on what *the* Jaguar needs to be. The name SOVEREIGN is a brilliant choice. The visual cues more similar to the the Bertone B99 concept interpretation, with modern classical, elegant subtly clawing lines oozed refinement, class and undeniable presence. As an actual Jaguar driver I would have loved them to take this route would surely want to own it. Similar to certain watches I'd would have to be marketed as something you aspire to drive, to covet during your generation. Again, well done on your vision, I'm sold already.
This is doomed to fail, like all of the other Jaguar re-boots during the last 25 years. There's too much baggage with Jaguar. Any reference to the past just triggers toxic memories of retro styling, pipe and slippers, rust and unreliability. They've tried to smokescreen it with androgenous actors, unexpected colours and yet another new logo... but the proportions of the concept gives the game away. It's the fantasy of old men trying to recreate past glories, not young ones embracing the future. I think let Jaguar die and start again with a new brand that starts with the letter J.
Look up the 2008 Chrysler Crossfire. This new Jaguar isn't working for me. The new logo? Not minimalist, it's childish. 1,000hp fit over 400+ miles on charge? Okay, it's green. Doesn't make it any good, though, because at the end of the day, you have to plug it in.
The biggest disappointment for me is killing the Growler for the twin JJ which is as bland and lazy a design as a new emblem can be. I can live with the new car design because anything resembling current Jag's had become stale. The original Leaper is iconic on the rear of the car because it wouldn't work as a hood ornament on this new design so they should keep it
I appreciate your approach, very classic. However, I don't think it would have garnered the type of attention that what they've done has. Granted much of it is negative attention, but EVERYBODY who has an interest in cars is talking about Jaguar and watching to see what they do next. If they refine some of the more garish design elements like the "grill" and rear end they've got a striking car on their hands. I love the excitement they've created by embarking on a bold new direction. They have so little to loose as it is. You would think all the critics were out there buying Jaguars and are now somehow let down, but if that were the case they wouldn't need to rebrand in the first place. I'm routing for them.
i won’t get it in pink, but will get one once the 4 door launches.. This will be our 4th, (XK 120, XJR, XF). Don’t like the campaign but really love the car.
I think they are a day late and a dollar short on styling. This boxy crisp lined style is popular now in brands like Kia/Hyundai and by the time this car comes on the market we might be well on the way back to curvy rounder shapes. This would open the styling up to the classic lines of the XJs and C,D and E-types. The styling of Jaguar I feel should move the soul with a certain sexiness that this car lacks. The front looks more like a modern truck that plows thru the air like a brick. Jags should look powerful but sleek and slippery. Something that begs you turn around and admire it before you leave it in the garage.
I don't totally agree about the V12 engine. Even Rolls Royce established it's early reputation on a straight 6 which Jaguar did and so many of the well known German brands. The straight 6 long stroke engine has been one of the overall most important and practical engines in many luxurious cars, up until fashionable power and BHP figure status hijacked the car industry. We are getting so close to the Emperor's new clothes approach, where so often buying a fast cars for regular motoring is about as practical as buying a speed boat for a swimming pool. Practicallity and dependability now take second place to status and our wants over our real needs.
As an XK owner and Jaguar enthusiast I think their biggest mistake was to jump in early into making electric cars and then deciding to end ICE engined cars earlier then they needed to. Jaguar made their name with cars with curves, the MK1, Mk2, XK120. 140, 150 and the E type were all curvaceous cars with very few if any body creases and flat panels. More recently the XK was made with a beautiful GT body shape that can still turn heads. This strange OO design will never make it to production as it is, because it does not even comply with current regulation on lighting. The long bonnet is a Jaguar thing, but what is the point if there is no real engine under it?
It's not only about Jaguar crisis - but pretty much every industry or organisation has been plagued by narrow minded individuals with no clue about common sense and perception of the reality. Going straight to the idiocracy
I would start by having Land Rover Range Rover making all the SUVs and not Jaguar. Sports saloons and sports cars plus heavily tuned versions of Range Rover Products to carry Jaguar badge. The logical thing to do would be to extend the aesthetic language and material choices , from the hugely successful Range Rovers, into Jaguars. A great deal of work should then be done in relationship to dealerships and customer services. A rework of the existing brand identity and a public face to JLR with consistently higher standards of customer care across the group. Pity Bristol could’nt be brought into play for the top end vehicles blending craftsmanship and style with Jaguars scale etc.
Sorry disagree, luv your show. But where were all the haters when Jag needed them, heritage and legacy mean nothing if nobody's buying them. And your not wrong about the hunger games reference, I could see people rolling to in this concept. But the reality is that Jaguar is no longer a British company. Tata recognizes that Jag needed to be a global brand. Not just driving around British B roads, but on the roads of Singapore, Monte Carlo, Abu Dabi and las Vegas. So from my perspective it hit it's mark.
My angle is simple. Will we be looking back at it 20 years from now as a beautiful piece of design and craftsmanship or will we be cringing at it with embarrassment? To attain this it must be a tuxedo not pink flares with platform boots.
You definitely got my vote for becoming Jaguar's marketing director. Unfortunately, the damage has been done by now.
Your suggested understated Sovereign concept is sooooo right. As you say, the pink thing does not look like a Jag, does not have the feel of one. As all car lovers know, Jags should be more curvy, more subtly sexy. Not an Audi-like slab. I thing Tata needs to replace head of Jag fast - before too late.
Jaguar has always been a favorite of mine... frustrating to see this direction they are taking.
Jaguar is doing BMW route by making those new cars as BAD as possible.
I like it. The design that is. Just not in such garish colours. Space age silver with a black interior would move the needle for me.
I don't feel alone anymore, and frankly I am overjoyed I am not the only one who feels like the Bertone B99 would have been the best piece of inspiration. That concept in my opinion EMBODIED the modern day Jag, and was the direction they always should have stuck with. The Bertone 99 is perhaps (in my opinion of course) one of the most beautiful, classy and elegant concept cars I have ever seen.
The new jag concept car looks like they copied the 2007 “Cadillac 16”concept car.
Don't insult the Cadillac sixteen
The 16 dated the Crossfire.
Yep........and badly
But with travertine center consoles!!
From the side, it looks like the Saab Aero X concept car from 2006.
Excellent analysis and this is the best assessment of the Jaguar marketing debacle. They should have consulted an automotive enthusiast rather than out of touch recent MBAs in NYC who really wanted to be at a cosmetics company.
It looks like it was created by AI, regardless of color.
Looks like it was created by a DEI hire's 5yr old.
@@fredmercury1314 With the colors taken from the purses of the men designing it.
Ngl, that pink is really very very nice.
@fredmercury1314 what does that even mean?😭
@@f.o.8547Angry conservative buzz words
Finally a fair jugement on this concept car. Its not the best we've ever seen but it's not bad in a vacuum and deserves a fair treatment. Thank you for putting the video !
Chrysler Crossfire and a Cyber Truck had a baby
I don't hate the car. It's not amazing, but it's not terrible either. What I do hate is that new logo. I really hate the "oversimplified logo" trend that we've seen across all brands over the last 5 years or so. Logos used to have personality and used to be interesting, but now so many are just so boring, and this new Jaguar logo is one of the worst I've seen. Boring and Jaguar should not be in the same sentence.
YES! Thank you. The design is fine. The colours are repaceable. It's the generic modernist all lower-case font that becomes a bit precious and twee... But worst of all? Bland. It's like every modern restaurant that stripped out identity in favor of generic IKEA-like modernism which is fine when done correctly, but most places aren't doing it well... Much like a lot of this Jaguar 2.0 branding... Even if they did a minimalist logo with a jaguar outline it would have been more impactful than just a lazy lower-case sans sarif jaguar.
I've always thought the B99 concept designed back in 2011 by Bertone was the closest thing Jaguar could've got into modern styling but still preserving some of the more classic traits of elegance. The side profile seems to be a throwback to the XJ Series II coupe, and despite it being generally classified as a 4-door saloon, it seemed to be leaning more into being a quad coupe with the shorter rear doors.
It is indeed a great design. Many Italian designs for "British" cars have been overlooked such as the Mini Superleggera by Touring. Tata are clueless.
Part of the problem is that Jaguar (and quite a few others such as Lancia, Alfa, Ford, GM etc) have failed to design cars that lead customer tastes rather than pandering to public taste.
Will any SUV be considered as a classic (more than a 1980s Bedford minibus that is) ? I think not. Jaguar are currently producing this type of rubbish.
Jaguar should have just one floor pan, and build a saloon, a convertible, a coupé, and an estate. With modern engine technology (Cf. Toyota Yaris GR) it could easily build small capacity 3, 4 and V6 hybrid turbos using e85 biofuel.
The only companies that could probably save Jaguar are Toyota, Mercedes or Stellantis. Tata has clearly decided to bury the company.
@@Andrew-vx2ls Eh, I wouldn't say the suggestion that Jaguar should've been owned by Stellantis could be better. To me, Stellantis is a bit like the Euro-American version of British Leyland considering that they both owned a large amount of car companies. They already had Alfa Romeo and Maserati when it comes to focus of combining luxury and performance, which Jaguar would've fallen into. The new Dodge Charger was pretty controversial ngl but at least the general shape looks faithful to the classic Charger of the late 60's albeit awkward in some angle. Toyota sounds somewhat too good to be true but kinda possible because Toyota are known to make reputable cars of quality and reliability, it could teach Jaguar a lesson about making their premium cars more durable like those during the Ford days, and imo Toyota lowkey also should've bought Lotus because much of their lineup prior to plans towards EVs are powered with Toyota engines. The Elise, Exige, Evora, and Emira all had their hearts from the Corolla and Camry saloons, and I won't mind the idea about Lotus being under the Toyota label besides their own Lexus brand.
@rdsyafriyar oh my goodness, I could not agree more. The concept still looks ready to roll out and be presented. Beauty is timeless. It got everything right. So perfectly speaks of not only Jag's treasured past, but elegant and powerful presence in the modern world. That concept was one of the most beautiful vessels for Jag's legacy, and history, and how modern jaguar will continue
I like it... it reminds me of something you would see on a 1920's /30's art deco poster can just imagine all the socialites of the day turning up to the Ritz in something like this...stepping out in their spatz and pin stripe suits...forget the wacky tele tubbies marketing this is a cool car ...that brutal blunt front end and that old school jaguaresque side profile and massive shouldered rear end it certainly makes a statement...i do hope they go on to be successful in their new venture I'd hate to see the Jaguar brand dissappear from the motoring world .
i dont know about everybody else but when i think of jaguar i think of rounded edges, small, sports cars
Not small sports cars, they’ve never made small sports cars (even the E type and XK1xx series were big for sports cars of their time) but that curved, rounded surfacing giving the impression that the metal is stretched like skin over muscles is classic Jag styling
U should be the CEO of Jaguar.
Yes, for sure he would been better than Raw Dong Lover or is it Raw Dog Lover?
You make a good point about Jaguar listening. They need to start listening immediately to the opinions of Jag owners and enthusiasts like yourself. The brand might yet be saved. XJ X351 owner here and I love the car. We need to save the brand.
XJ X351 could be a greater name than Type 00.
They specifically said that they were not going to listen to the owners and the old enthusiasts.
@@liordagan9342 They've dug their heels in and they'll not be taking any lectures from us Jaguar owners and enthusiasts, but from the 'pink' pound!
@@AlanFormula12022 And that's the actual Type. X351 XJ from 2010 until 2019 when they killed it off!
@insitetoursirelandltd.5795
Well, that's the shareholders and employees problems. If I were an employee, I would be sending my CV, and as shareholder, sell the stock. For my PM I have one demand:
No government bailouts.
I also think this concept is shocking... In a really bad way.
And by the way, does anyone else see a Rolls Royce based car?
The best vid of all those out there on this!! Thank you
The Sovereign... I like it!.
Jaguar had to do something that's for sure. Lots of people love the brand, but not enough were actually buying the cars. The concept is a bold car with presence imo... and as we know, that while the actual production car will be in this style, it will probably be significantly different.
It even occurred to me that maybe Jaguar would have a follow up campaign where this new aggressive car drives by and blows away the oddball teletubbies in a ballsy " We were just kidding" moment.
I think if this unveiling was preceded by a better campaign, more people would have been open to liking this car.... it is a powerful car with presence.
I'm sure (hope, hope) that a proper leaper and growler will be offered as option, that's what I would put on the car.
A 1,000 hp car deserves a growler in front!
Hopefully too they offer a cool two door GT. I am certainly rooting for them. It does all make me appreciate my beautiful XK 5.0, as it's now a part of Jag history.
It's funny as the lead up campaign was hardly pointing to a powerful, stunning and brutal car. When I first saw the rebranding video I thought, "Well, Bond villains won't be driving Jags anymore" ..... but a Bond villain would definitely drive this, although in blue or black not the pink.... lol. Imo, the teletubbies would never drive this car.
The very fact this new concept unashamedly has no dashboard shows they no longer understand what it is to love a Jag
If we did go with electric technology and one shared platform, I think the best move from a luxury sedan would be a GT coupe. We have smooth and comfortable, then fast and sporty, but still comfortable. Build the two extremes then work out the rest. That could be the Jaguar Vision GT. Even without your rebrand idea, the Jaguar Vision GT is what I believe Jaguar wanted in their electric future. If we put aside the Gran Turismo association, the car is amazing. It's sleek, stylish, and fast-it’s what Jaguar is all about as a GT. This car had so much potential for what Jaguar could have been in the future. It was the perfect marriage of their heritage and the innovative potential of electric technology.
Jaguar has always been known for blending luxury, performance, and design, and the Vision GT concept was an amazing marriage of these ideals. It felt like a glimpse into a future that was bold, unmatched, and full of hope. It’s poetic that, despite having such a clear idea for an electric future, the Jaguar seems to be moving in a direction that feels removed from that legacy, going for minimalism at the cost of its heritage. The Vision GT concept is a reminder of what Jaguar could have stood for in the modern EV market-sophistication, elegance, and unmatched performance.
Electric is not going to be a serious option until an alternative to Lithium is found.
2 ton cars use too much (fossil fuel) source energy and create high quantities of embodied CO2 before the car hits the road. They are simply unviable other than for City use.
@Andrew-vx2ls If lithium isn't a serious option, then why are we using it? At the moment it's our best option until other solutions are available. At the moment we have one promising solution, Solid State batteries. With the promise of better energy density, aka more power but smaller size, improved safety, and longer life spans. We won't see these types of batteries around 5 years from now at the least. But until then we are stuck with lithium for most electric and hybrid vehicles.
@@rocketbunny2677 none of the states are ready for Ev cars , California has hard time with their power grid and told when to to charge in not to do charge their cars and some places are not even aloud to park cars in parking lot or garages , I am more into hybrid I don't trust full ev cars at all. And a lot of mechinces don't like working on them at all. if you want a Ev car go for it, But if you wanty hybrid go for it and if you want a gas car go for it we shouldn't shutdown one car. Because Ev are not that great for the environment in the media sayint it is but their acutal worse then gas cars
@100madmic I also like Hybrid vehicles as a compromise and hydrogen fuel cell vehicles as a potential solution. But both still use lithium batteries. The claim that electric cars are more harmful to the environment is true to a degree. From an efficiency standpoint, even when their source comes from somewhere inefficient, like a coal power plant, overall, it uses the energy more effectively. Manufacturing lithium batteries is environmentally draining but disposal is also a significant challenge.
However, lithium batteries are not just used in EVs. Consumer electronics like smartphones, tablets, laptops, and more use this battery technology. All of these have been harming the environment long before EVs existed. These devices are so integral to modern life that their environmental impact often goes unquestioned. The broader issue is electronic waste (e-waste), which includes batteries and other components. This problem we all contribute to in one way or another. If we don't address the e-waste problem now, EVs will only add on. Tackling the e-waste is vital to a sustainable future, with or without EVs.
As much as car enthusiasts loved classic Jaguars, the XJ was not selling. A revamped XJ that more or less looks like the XJ to regular people will not differentiate Jaguar from similar high end performance cars. I do agree that it looks more like an Audi but it’s worth appreciating a brand that’s willing to take a risk to win big, and not a subtle shift that will end up in more mediocrity
Yes you’re absolutely right when I think of Jaguar, I think of XJ DESIGN IS ICONIC AND FOREVER BURN INTO MY MIND AS TRUE. A DISTINCT INVISION OF LUXURY
Cmon, a minimal amount of research would have cleared up the massive challenges with hydrogen propulsion… (it’s not happening anytime soon). Electric is still a not a mature technology so it’s expected that there will be issues with it but it’s getting better and better
Electric cars have been around since the dawn of the car, 1910's etc, so if the effort had been put in we would be much further along...
Tartar has no sense of direction with JLR.
Exactly, they purchased the company and it feels like they have absolutely no idea what to do with it.
I think they have or are in the process of selling jag' and this is to cover that, and Tata are doing it this way because it was only a few months ago that they closed the last steel works in the uk even though they said they wouldn't, closing port talbot and then jag' wouldn't be a good look to the public or more importantly for Tata the stock market.
Tata has no sense in making good cars in general lol. Tata hasn't changed its cars' design and been making the same boring looking cars for the past 20 years. Their ICE, Revetron is infamous for being sluggish and unreliable since it breaks down all the time. It was failure for Tata, that's why they're moving towards making cruddy EVs nowadays
Sadly the same could be said for Jaguar's previous owners -BL most obviously (internally they dubbed Jaguar as the BL large car division)
Hmmm, yet their revenue and profits are up. Q1 24 +11% Q3 24 +6% revenue. Profits increase 2024 year‑on‑year quarterly profits of nearly 60 per cent at 2.2 billion pre-tax, and 2.3 billion free cash-flow, which is a strong financial position for a car company. They must be doing something right with their sense of direction. This new JaGUar direction is controversial, which was intended, one thing is for sure, they have our attention. Only time will tell if it’s the right one. But don’t doubt they have done their homework work with a focus on future-proofing. 🐯
I always liked the Jensen Interceptor, as a kid, so this really takes me back to my childhood!
😂
Thank you for your thoughts. I very rarely agree with everything that someone says, but today, on this subject is one of those days. 👏🏿👏🏿
02:06 "Melling Hellcat" - yes! Excellent video 👍
The only concept car to ever fully get built like the concept is the Cybertruck. And that is a warning in itself. The cybertruck is the car Homer Simpson designed.
The Cybertruck does have a market, though, especially among wealthy men like successful rappers. I've seen speculation that this Jaguar design is an attempt to capture the female side of that market -- a feminine Cybertruck.
Time will tell whether that'll work or fail.
@@zxyatiywariii8 It's too gay for women of taste. I can't see lesbians liking it either.
Audi tt, citroen rcz were exact
@@kevinharris2805 The Audi TT, in case the Miata isn't gay enough for you and your boyfriend. And now Jag ups the anti.
@rogerrussell9544 you sound delusional.
In 2026 when people see the new Jaguar on the road, they will know, It is the new Jaguar because of all the conversations about the ad, the car, and the company’s future.
Jag catastrophically flubbed their rebrand. ugh. but your idea for rebranding and revitalizing Jaguar is brilliant! you nail it.
Jaguars were elegant and agile. This reminds me of the snowpiercer train with this little windscreen and the brick like body.
Simply agree; YOU should be the new Marketing guy @ JLR 🏆 Xcellent, and very thought through ideas. What if Nike abandones the 'Swoosh', what if Levi's would start selling Yoga pants. Etc... My vote's on you Man 👍
I honestly love the Type 00 design. But after watching your video I am left wishing you had been the one overseeing Jaguar's rebrand.
Ah finally someone who has good comments to all this
i expecially like that you compare them to audi because VAG and Audi were the first who incorperated architecture very successfull in their design back in the 00s
The thing is i know us car guys like Jags history and what they stand for BUT... it clearly does not sell. They currently have a stunning sports/gt car and upperclass sedans/SUVs in the style Jag stands for. I mean sure we wish that they bring better ones but i highly doubt that would change the sales
Jaguar clearly saw this.
Now they managed to make everybody talk about them and showed a car that is clearly more positioned as some kind of a fashion item than anything else
Sure that is not what "car guys" want at all but these car guys do not buy their cars anymore. People buy the cybertruck because it looks alien... an EV that looks alien but not as childish might work
Thanks!
Cheers for the super bud 🤘
If not mistaken that was the B99 you were using there, that was an absolutely beautiful car with all the Jaguar design language incorporated into a very modern looking car. If they made that and, as you say, concentrated on making it superb quality they would have sold very well.
The truth is that most British car brands are not British anymore
When I see that ¾ frontal view I wonder how the slightly protruding wheels will be able to move without coming into contact with the arches 🤔
To me it looks like a "Land Roverised" Jaguar, which I guess is what it is given Gerry McGovern was in charge. The "grille" reminds me of a late model original Defender
Your views are spot on, this is what Jaguar is really about: the perfect blend of luxury and sport at a logical price.
Feline stance, a British take of Latin elegance.
Born in France, 100% Italian blood, I always had a preference for the Jaguar spirit. I became a car designer mainly motivated by the genius of two brands : Jaguar and Alfa Romeo.
Sadly, these two brands suffered from inadequacy of their management. Incompetence and total lack of understanding what these iconic cars are about.
Brilliant analysis of their rebranding. And, I agree with nearly all of it.
Have you seen the new Genesis GV70 or GV80? I’ve test drove both of them. It’s both hilarious and sad to me that those cars, an upmarket brand of Hyundai, seem to have more Jaguar DNA than JaGUar’s new rebranding.
Subbed!
I haven't driven any Genesis models yet, but do like what they're doing for sure. Particularly their recently unveiled Le Mans Hypercar
I am with you. The black&white car is the Bertone XJ prototype from 20 years ago. Still very pretty. I always wondered why the didn't build it as it was much nicer than the last XJ, which, lets be honest, alienated many XJ owners. If they would have build the Bretone, I would be driving it now.
Yeah the Bertone B99 is a great design. Pity Jaguar didn't just ignore it, but went further to even reject it back then
I love your thoughts on the car. The more I sat and stared at it during the video it has started to grow on me, but when you think jag you think sleek, classy and clean. this car seems too bulky to be a jag
I FAR prefer your idea, something that would feel properly high end. I'd if anything suggest the name "Sovereign by Jaguar" and I think a hybrid V12 tuned for smoothness and consistent acceleration so that you can be propelled without feeling any of the shifts despite being there and also having a whisper quiet EV mode, yet a distinctive big cat growl when you put your foot down. Remind people why Jaguar is the answer...if only
In this timeline we're currently in however, I like the windscreen and side windows and that's it
I love that the description says that he won 6 driver’s championships, instead of 7!
I totally agree. I have owned Jaguars since the 70's. But this car doe's not Impress me because Jaguar cars today have no connection to the creative standards of Sir William Lyons designs and without that unique curvacious shape and traditional luxurious interiors that Jaguar were renowned for, it is just a sports car version of the Tesla Cyber Truck, with industrial ceiling air conditioner ducting vents front and rear. And I don't give a dam about how much BHP or how fast it can go, it still has no unique classic eloquence about it. It's just a common fashionable show piece for those who have poor artistic tastes in car design and want the wow factor over the artistic curvacious beauty that Jaguar was once famous for. I'm sticking with my 20 to 30 year old Jaguar cars that impress me with the styling and concept that once gave us the most artistic and beautiful car in the world.
I wish you were the CEO of Jaguar, your concept would be a tremendous hit and saviour of the brand. You’re Sovereign would have been the Jaguar ✌️
I think your absolutely right the Jaguar deserves better
The customers and more know what they want
Jaguar with good quality, good build, quality, reliability and most of all a Jaguar
Bentley, Rolls Royce, Mercedes,Ford and other have the same identity as from day one
They punched in the ideal shape into FEA and worked from there. Much like the Nissan GTR.
I actually think that Jag looked incredible, few simple fixes on the front & back. The wheels are absurdly big but they often are on concepts.
My old BBQ has such front end. I will rebrand it with that new Jaguar logo. What do you think, should I paint it in pink or a baby blue?
BTW, that Morocco red Bertone b99 is a peak Jaguar design. I can't get over it. Otherwise..., "All those moments will be lost in time like tears in the rain".
If they were dumb enough to double down on this design for the final version I can’t see any country in Europe or UK approving this from a safety perspective . It would be extremely unwise of them to ignore the feedback that is right now trying to put them back in the right direction before it is catastrophically too late and they go under. Right now I fear we will need a miracle for jaguar to right their growing list of wrongs . Fantastic video good sir
Even as a recently 50 long time Jaguar guy, dad had one, uncle had an E-Type, I like it EXCEPT for the fact it is all electric. Not that I could afford one, but that is a big no-no in a top end car for me. Electric for more utility vehicles "as a tool," then okay.
That’s actually a good point right there! Coming from the generation that screams “electric” (sometimes I wish I was born a couple years earlier lmao), I always have thought about electric being a better way of say like commuter vehicles and big transport and all that.
Here in the UK at least we did used to have a pretty decent amount of electric vehicles on the road after all in milk float form, so the president is there for commercial use first and foremost. Tesla making the taxi could be a modern equivalent depending on how that goes...
Yo Hammer what’s your thoughts on the “My First Gran Turismo” thing that was dropped on Gran Turismo TV? Immediately when I saw this I was like “Oh man I gotta hear what Hammer says about this.”
Yeah did a news piece on it coming a while back, and since its dropping on Friday anyway I'll most likely give it a look then. Seems charming enough, though obviously not really meaningful in the long run for anyone already playing GT...
The Ad should have been a Black Jaguar ., a flash of eyes walking out of the darkness into 1933 when Jaguar was founded past a picture of Sir William Lyons, then have it walk past iconic Jaguar moments and cars, race wins, WW2, then the 50's the 60's E-Type all of their best cars and racing moments as well as cultural moments, the space age, civil rights movement, 80's 90's the millennium how the cars have evolved with the culture then a the end have the Jaguar crouch down ready to pounce into the future and morphs into the new Car with the eye's shining turning into headlights of a sleek black new high end electric Jaguar!
Bingo Job Done!
can't wait to see how good or bad it ends up beeing when released for good , I always liked full size 2 door gt cars with long nose like the bentley brooklands , hope it turns interesting and mabe one day somebody puts a v12 or W12 , fancy wheels and redesign it in a retro style
I agree with you all the way. They should target their real clients, the unconditional jaguar enthusiasts, not the teletubbies. They have not studied the market, they have done what they will. .A fusion on luxury and technology. A fusion on robust german design like Audi and the luxury style of Rolls Royce. Speaking of which their concept looks like a Rolls Royce Phantom. Your proposal goes toward a Italian luxury style like Maserati, because you have classical and properly refined taste.
I feel jaguar enthusiasts would still rather buy an older jaguar.
Ive owned six new Jaguars over a twenty year period from 1995 - 2015. The first was an X300 XJ6 3.2 in Carnival Red with Oatmeal half leather interior. One of the most special cars ive owned. The cabin was truly spectacular.
The conept you shows certainly evokes all of that, unfortunately aged 59 that is the problem. None of what you show would stand the test of time, and appeal to the new younger buyer. The name Sovereign has a meaning to me from Jaguar of the past, in order for their plan to work it has to be a total reset, almost as if Jaguar is launching as a completely new brand.
BTW in 2015 i switched to a Maserati Ghibli diesel - great car, and then in 2022 i changed to my current car, a Genesis Electrified G80 which in some ways was the succesor to the XJ6, whilst often being confused as a Bentley (the stylist was head of design at Bentley), and is actually the best car ive owned!
I love your design!❤
I can't take credit for the silhouettes themselves, as they were lightly edited versions of the Bertone B99 concept, but yeah it was a great concept car
Bedankt
Proost!
😁👍
I wish they would have just brought back the XK with a v8, v6, or hell, even the 4 banger from the ftype. They could have had a 911 competitor again.
I saw the commercial and I'm thinking where's the car at ? I would have put out an F-Type and presented it as a 2025 model.
They called it the type 00 because that’s exactly how many they’ll sell
Audi was my first thought when I saw the front as well.
Thank you for making this.
Fantastic insights. I fear it might be too difficult for Jaguar to undo the damage it's already done though.
If they would have that car with Sydney Sweeney and Harry Styles stepping out of it and shown it in matt silver and gold, it would have got a much better reception.
Nerdrotic fan by any chance? haha
Jaguar was a nice Brand!
Hopefully U can do something for it, with this video HSG! Peace out!
From the outside it's not too bad. But I do think we should be making small simple cars.
Maybe the type 00 would look better in a better color like sliver
Or design inspired by vision gt coupe
Maybe this concept as a car isn’t as bad as everyone says, but it should never have been called a jaguar..
I have the exact same thoughts on the new Jag as you. The car itself would look great in some other colour. I hope they can recover from this disastrous campaign.
I hope no car brand repeats the same mistake as Jaguar did.
The ad is a troll to get people mad ... and talking and engaging. It's borderline satire. If Jaguar didn't do this, it's death by a thousand cuts. Be it next year, 2026 or 2030, one way or another, they're gone. I believe that was the understanding in the boardroom and it was either 'die or try this and maybe survive'.
I like the look of the concept myself - clearly yacht pretensions, but there are worse things to model off of
I watched the speech given by the people responsible. They were not taking the piss
@@VnVnV-893no but they are drunk on it
That ad is ridiculous, but let's be real; advertising isn't what sells a car like this. It's word of mouth, reviews ... and a deep pocketbook. The fact it's all electric is, to me, the egregious detail. A top end luxury call that's all electric is a huge turn-off. I want that huge, smooth, exciting piston pusher even if it's not as quick.
@@WSS_the_OG True. But I believe if an add campaign is horrendously tone deaf enough, it’s Detrimental effect to potential sales could be Far more significant. More so than any Beneficial outcome from a hypothetical campaign with even a Very above avg. concept, and an objectively Great execution! …IMHO.
😜, CHEERS🍻 👊!!
Would be concerning to get mad at an ad....
That's a 2011 B99 Bertone Jaguar, beeeeautiful
Spot on about the Audi like styling. Did they engage an Audi designer?
Would make for a decent Audi tbh.
The B99 would have been a solid choice. The existing design really reminds me of an XJS with an aerodynamic skirt integrated; in other words, just too thick.
As for electric, you can do the best of both and use an electric drive driven by a gas engine in a serial hybrid configuration. Using a lightweight, 3L i6 or 6L v12 paired up to two to four electric motors, you have a real powerplant.
To me this looks like Elon was designing a gran tourer.
The interior doesn't look like a high-end luxury car. Which car has the better interior, the new Jag, or a Bentley Continental GT? The Jag interior looks like a crappy minimalist Tesla.
was never into Jag other than the E type, they have a bad reputation for good reason, now they did suicide with the rebrand I am only sorry for the good workers
If I was Jaguar, I would seriously listen to what you have to say.
A Jaguar is supposed to be an organic shape, not something angular. It is supposed to embody a jaguar (the animal), which is what sets it apart from every other brand. It is supposed to be agile, aggressive, athletic, and predatory. This new "design language" is none of those things. It might work for some other brand, but it is not Jaguar. But you are right; this is not how to win new customers, no matter the demographic.
Indeed~ It Need More Curves & Fender Hips 2Give It That Animal Appeal
Compliments ! This is by far the best take on what *the* Jaguar needs to be. The name SOVEREIGN is a brilliant choice. The visual cues more similar to the the Bertone B99 concept interpretation, with modern classical, elegant subtly clawing lines oozed refinement, class and undeniable presence. As an actual Jaguar driver I would have loved them to take this route would surely want to own it. Similar to certain watches I'd would have to be marketed as something you aspire to drive, to covet during your generation. Again, well done on your vision, I'm sold already.
A big sporty sedan with no B Pillar would have been spot on
Chrome is timeless, Chrom is beautiful, replacing chrome with black etc is cheap and looks cheap. Chrome is a must!
As long as its real chrome I agree, love it on my old Lincolns. Rarely find chrome these days though
This is basically an awful rebrand for Jaguar. If they cant find a solution, its GAME OVER for Jaguar.
This is doomed to fail, like all of the other Jaguar re-boots during the last 25 years.
There's too much baggage with Jaguar. Any reference to the past just triggers toxic memories of retro styling, pipe and slippers, rust and unreliability.
They've tried to smokescreen it with androgenous actors, unexpected colours and yet another new logo... but the proportions of the concept gives the game away. It's the fantasy of old men trying to recreate past glories, not young ones embracing the future.
I think let Jaguar die and start again with a new brand that starts with the letter J.
Look up the 2008 Chrysler Crossfire. This new Jaguar isn't working for me. The new logo? Not minimalist, it's childish. 1,000hp fit over 400+ miles on charge? Okay, it's green. Doesn't make it any good, though, because at the end of the day, you have to plug it in.
The biggest disappointment for me is killing the Growler for the twin JJ which is as bland and lazy a design as a new emblem can be. I can live with the new car design because anything resembling current Jag's had become stale. The original Leaper is iconic on the rear of the car because it wouldn't work as a hood ornament on this new design so they should keep it
Yeah, losing the emblem is the weirdest choice, imho.
I appreciate your approach, very classic. However, I don't think it would have garnered the type of attention that what they've done has. Granted much of it is negative attention, but EVERYBODY who has an interest in cars is talking about Jaguar and watching to see what they do next. If they refine some of the more garish design elements like the "grill" and rear end they've got a striking car on their hands. I love the excitement they've created by embarking on a bold new direction. They have so little to loose as it is. You would think all the critics were out there buying Jaguars and are now somehow let down, but if that were the case they wouldn't need to rebrand in the first place. I'm routing for them.
i won’t get it in pink, but will get one once the 4 door launches.. This will be our 4th, (XK 120, XJR, XF). Don’t like the campaign but really love the car.
Yes, I'm curious to see whether these cars succeed or fail.
I think they are a day late and a dollar short on styling. This boxy crisp lined style is popular now in brands like Kia/Hyundai and by the time this car comes on the market we might be well on the way back to curvy rounder shapes. This would open the styling up to the classic lines of the XJs and C,D and E-types. The styling of Jaguar I feel should move the soul with a certain sexiness that this car lacks. The front looks more like a modern truck that plows thru the air like a brick. Jags should look powerful but sleek and slippery. Something that begs you turn around and admire it before you leave it in the garage.
I don't totally agree about the V12 engine. Even Rolls Royce established it's early reputation on a straight 6 which Jaguar did and so many of the well known German brands. The straight 6 long stroke engine has been one of the overall most important and practical engines in many luxurious cars, up until fashionable power and BHP figure status hijacked the car industry. We are getting so close to the Emperor's new clothes approach, where so often buying a fast cars for regular motoring is about as practical as buying a speed boat for a swimming pool. Practicallity and dependability now take second place to status and our wants over our real needs.
As an XK owner and Jaguar enthusiast I think their biggest mistake was to jump in early into making electric cars and then deciding to end ICE engined cars earlier then they needed to. Jaguar made their name with cars with curves, the MK1, Mk2, XK120. 140, 150 and the E type were all curvaceous cars with very few if any body creases and flat panels. More recently the XK was made with a beautiful GT body shape that can still turn heads. This strange OO design will never make it to production as it is, because it does not even comply with current regulation on lighting. The long bonnet is a Jaguar thing, but what is the point if there is no real engine under it?
Suitacase and golf clubs would fit in a frunk as big as this. No room in the back though.
10:56 That would've been eye-catching for all the right reasons.
It's not only about Jaguar crisis - but pretty much every industry or organisation has been plagued by narrow minded individuals with no clue about common sense and perception of the reality.
Going straight to the idiocracy
I would start by having Land Rover Range Rover making all the SUVs and not Jaguar. Sports saloons and sports cars plus heavily tuned versions of Range Rover Products to carry Jaguar badge. The logical thing to do would be to extend the aesthetic language and material choices , from the hugely successful Range Rovers, into Jaguars.
A great deal of work should then be done in relationship to dealerships and customer services. A rework of the existing brand identity and a public face to JLR with consistently higher standards of customer care across the group. Pity Bristol could’nt be brought into play for the top end vehicles blending craftsmanship and style with Jaguars scale etc.
Dignity and respect.
Sorry disagree, luv your show. But where were all the haters when Jag needed them, heritage and legacy mean nothing if nobody's buying them. And your not wrong about the hunger games reference, I could see people rolling to in this concept. But the reality is that Jaguar is no longer a British company. Tata recognizes that Jag needed to be a global brand. Not just driving around British B roads, but on the roads of Singapore, Monte Carlo, Abu Dabi and las Vegas. So from my perspective it hit it's mark.
They should scrap it and use your concept. It’s nice
My angle is simple. Will we be looking back at it 20 years from now as a beautiful piece of design and craftsmanship or will we be cringing at it with embarrassment?
To attain this it must be a tuxedo not pink flares with platform boots.